Every year between Memorial Day and Labor Day, more than 2 million vacationers travel to Virginia Beach. This gives the Gold Key
Resorts’ Marketing division two months to generate the majority of the company’s revenue for the year through timeshare sales. To meet the peak season demand, Gold Key’s sales and marketing must increase its off-peak season staff of marketers, called Off Property Contacts (OPCs), by 240 percent. However, the seasonal nature of the job and the notoriously high industry turnover rates for the OPC position has made this challenging.
By the end of the 2010 season for instance, high turnover had forced the company to hire 330 OPCs, more than four times the necessary number of hires. This cost the company at least $194,000 in administrative costs alone.
Ian Murray, Production Manager for Gold Key Resorts explains, “Our window for recruiting and training is small. The effect of missing on this could ruin an entire year.” He adds, “The years we have missed the seasonal ramp up recruiting and training, the results have been a deficiency of several million dollars.”